Behavioural Insights Team

The Behavioural Insights Team (BIT), also known unofficially as the "Nudge Unit", is a UK-based global social purpose organisation that generates and applies behavioural insights to inform policy and improve public services, following nudge theory.^[1] Using social engineering, as well as techniques in psychology, behavioral economics, and marketing, the purpose of the organisation is to influence public thinking and decision making in order to improve compliance with government policy and thereby decrease social and government costs related to inaction and poor compliance with policy and regulation. The Behavioural Insights Team has been headed by British psychologist David Halpern since its formation.

Originally set up in 2010 within the UK Cabinet Office to apply nudge theory within British government, BIT expanded into a limited company in 2014 and is now fully owned by British charity Nesta.^[1][2] Today, its work spans across several regions, having run more than 750 projects including 400 randomised controlled trial (RCTs) in various countries.^[1] With its headquarters in London and another UK location in Manchester, BIT also has offices in the United States (New York and Washington, DC); Singapore; Australia (Sydney); New Zealand (Wellington); France (Paris); and Canada (Toronto).^[3]